Staples, Inc.: Yeah, We'Ve Got That campaign
Susan RislandOVERVIEW
Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television campaign, airing a pair of 30-second spots produced by its new ad agency, Cliff Freeman & Partners, New York. Targeting people who worked at home, the spots used the tagline "Yeah, We've Got That," a phrase that expressed the breadth of products a Staples superstore had to offer. In 1997 Staples would use the tagline as an anchor for a national...